Lara has been personally responsible for generating hundreds of millions in new revenue through brand strategy, attraction marketing and outbound sales.
FRACTIONAL CMO + EXECUTION | LARA MCCULLOCH
I’m a Brand Differentiation expert who helps small and medium-sized businesses WIN MORE BUSINESS by creating brand narratives that disrupt their industry.
Even in good times, I see small business owners struggling to charge what they’re worth and fighting to get noticed by prospective customers. Yet there are people in their industry who are killing it.
Why are so many small business owners failing to cut through the sea of sameness when the opportunity is clearly there?
The answer is that the majority of small businesses believe that they’re differentiated in their market. They define who they are on ‘betters’ and ‘mores’ (i.e. we have more awards than our competitors or we have better customer service). All these statements do is tether them to their competition so they differentiate on degrees. These businesses fall into what I call the Land of Ambiguity.
Over 25 years of researching and consulting on the best brands in the world has taught me that these brands all have one thing in common. They have a Disruptive Cure….a needed solution to an untapped pain for a narrowly defined audience. In essence, yanking the brand out of the sea of sameness and creating a new sea of one.
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AS FEATURED IN…
Chris Gerhart
President, Crescent Event Productions
Amanda Cey
President, ABCey Events
Raphael Paulin-Daigle
CEO, Splitbase
“Not only does she ‘get it’ through and through, but she comes in with unique ideas. Her process is thorough and her dedication to her customer’s success is apparent. You would be hard-pressed to find someone better qualified or more enjoyable to work with.”
“We have nearly tripled our business and I can attribute much of that success to working with Lara”
“Lara has a gift when it comes to clarifying, and most importantly, solving sales and positioning problems. Her insights into how I could improve my calls and meetings were absolutely invaluable to my business.”
Maryke Fichardt
Founder, Kidsinbizclub
Jennifer Couldry
Executive Director, The Upside Foundation of Canada
Seth Sundberg
CEO, Prison Bars
“Five minutes into my initial call with Lara the lights went on for me. Just listening to her articulating what I was trying to say was priceless – and she hasn’t even started the coaching yet! Her help with microniching gave me so much clarity that I was able to do my website within a day. I saved months and many $$ by working with Lara. So glad I found her.”
“I had the privilege of working with Lara to help my organization get clarity on our positioning and to define specific business development approaches for multiple stakeholder groups. Lara’s guidance and coaching was critical to helping us identify the right prospects, have productive and targeted conversations with them, and successfully raise the funds we needed to find sustainability for our organization. I am eternally grateful for Lara’s wisdom and look forward to continuing to work with her in the future.”
“Well, all I can say is in 45 minutes Lara connected the dot’s on things that we’ve been working on for nearly 6 months! Epiphanies were abundant and our team is so fired up about the refocused message she was able to plant with us. Thank you Lara!”
ABOUT LARA
Lara is an award winning, results-driven brand positioning expert with over 25 years as a Brand Positioning Strategist & Growth Consultant. In essence, she teaches businesses how to disrupt their industry and become the ONLY choice instead of ‘one of many’.
She’s advised multinationals like Johnson & Johnson, Kraft, Shell and Benjamin Moore as well as small businesses around the globe. Lara travels the world as a keynote speaker and workshop facilitator. She’s the recipient of Connect Magazine’s Top 40 under 40, Rejuvenate Magazine’s Top 40 under 40, has been bestowed the title of Industry Innovator by BizBash magazine, received the coveted Spirit of the Industry Award by the CEIA and is proud to have been honoured with Dedication & Leadership Awards by ILEA.
She graduated from Ivy Business School’s Executive Program, but it’s the title of Mom that brings Lara the most pride. When she’s not building lego with her son, she’s been known to board down active volcanoes, spelunk 16 stories underground, camp in -10 degree temps beside a glacier, bungee jump over a rainforest, swim with sharks and jump from a plane at 15,000 feet.
